MTR Foods forays into an all new category of fresh Idli and Dosa batter with the launch of MTR Minute Fresh
- The new offering bets big on the high growth, hyper-convenient ethnic Indian food space
- Starting with Bengaluru, the company has invested INR 25 Cr in expanding its production facility and setting up a customized cold chain network in the city
MTR Foods Pvt. Ltd, the pioneer of packaged food products in India, announced its foray into the fresh Idli and Dosa batter category with the launch of MTR Minute Fresh today. The Minute Fresh range has been developed on the basis of MTR’s extensive knowledge and legacy in ethnic Indian food, along with the consumer insight that Idlis and Dosas are different products and hence the same batter cannot be utilized to make both.
A superior-quality range of products under the brand’s hyper-convenient Minute portfolio, the new fresh batter formats will be available in three distinct variants.
|MTR Idli Batter||MTR Dosa Batter||MTR Signature Dosa Batter|
|INR 75||INR 75||INR 75|
|16 Idlis||12 Dosas||12 Dosas|
Unveiling the Minute Fresh category, Sanjay Sharma, CEO, MTR Foods Pvt. Ltd, said, “The surge in this category post the lockdown cemented our decision to introduce the Minute Fresh range of Idli, Dosa and MTR Signature Dosa batters this year. Owing to the unique demands of the fresh category, we have started a customized manufacturing unit, cold chain with a dedicated sales team that will cater only to MTR Minute Fresh. We are confident about the success of this new addition to the MTR portfolio.’’
Based on an extensive consumer study, MTR Foods understood that the consumer wants convenience without compromising on authenticity and taste. This insight led to the development of separate batters for Idli and Dosa.
Commenting on the launch Anupam Nair, General Manager, MTR Foods said, “We developed the products and tested them with the consumer at every step, to create the three variants. Today we can very confidently state that these products will deliver to our consumers the same taste of home-ground idli and dosa batters.”
The MTR Minute Fresh range of batters will be available across Bangalore.